Should Lunar New Year campaigns move past same-old family themes?

Brands typically showcase heartfelt narratives that emphasise family, unity, and cultural heritage for Lunar New Year. Ads often feature familiar motifs such as reunion dinners and the giving of red envelopes. But is this still enough to capture attention in 2025?

"The themes of love and harmony will always be relevant as it touches on a basic human emotional need—a sense of belonging," says Donevan Chew, chief creative officer, Havas Malaysia. "It’s not just about taking creative risks for the sake of being different. It’s about taking a conscious effort to be culturally relevant so that the brand owns a unique space and plays a meaningful role within the occasion, then take a bold creative leap from there."

Taking more bold creative leaps might be the key to capturing the attention of a new generation of young Chinese across Asia who proudly embrace their roots, but are also armed with a liberating openness to a global outlook.

"Against this landscape, there is increasing appreciation of cultural fusion, whether it’s east meets west, or old meets new," says Neon Drew, account director at Virtue Asia. "For brands and marketers, this shift presents an opportunity to honour heritage while reflecting modern attitudes."

Take KaiKai, a Singaporean shopping app that rewards purchases with cryptocurrency, for instance. A few years ago they collaborated with artists to produce a CNY music video (see below) blending hip-hop, beatboxing, and traditional Chinese instruments. 

 

"Amassing over a million views, the campaign illustrates how nostalgia and modernity create a compelling cultural narrative, with east-meets-west and new-meets-old dynamics, resonating deeply during the most important annual cultural event for the Chinese community," adds Drew. 

How can brands approach Lunar New Year campaigns in a way that feels 'untypical'? Staying within the traditional narrative of family, unity, and cultural heritage might not be enough to captivate future audiences, especially when engaging with Gen Z, who value innovation and fresh perspectives.

"Modern storytelling, combined with digital platforms, offers endless opportunities to create campaigns that go beyond traditional narratives," says Kevin Jin, chief creative officer at BBDO Shanghai. "It’s not about rejecting tradition entirely but about unlocking fresh ways to honour it, especially with visionary clients who are open to bold ideas."

Thomas Zhu, group executive creative director, Ogilvy Shanghai, says that to truly capture the attention of younger audiences, brands must first understand what they’ve experienced over the past year.

"Only by immersing ourselves in their audiences’ joys, struggles, and emotions can we truly grasp what 'home' and 'reunion' mean to them. It’s not just about telling a story—it’s about listening, empathising, and reflecting their realities. To resonate, you must feel their highs and lows, speak their language, and connect with them in a way that feels authentic and relevant," says Zhu. 

Locksin Chong, ECD at BBDO Beijing, echoes this point. He says the key lies in understanding who you're talking to, the challenges they face, and what they truly value.

"Take the Mercedes-Benz Lunar New Year campaign as an example: during a brainstorming session, a Gen Z team member mentioned how work has become overwhelming (班味儿太浓)," says Chong. "This sparked a realisation that, for the younger generation, Chinese New Year isn’t just about family gatherings or fireworks—it’s also about embracing 'time off'. This insight inspired us to ask, why so serious? Why not shift the focus away from the brand and onto the audience? By speaking to them like a friend, rather than a brand, we can build genuine connections and create campaigns that truly engage."

It goes without saying that tradition, values, family, and unity are not inherently opposed to what attracts young people. Instead of focusing on the content itself, the real issue may be in how these themes are presented. 

"Rituals, traditions, and identities are all integral to our tribalistic minds. They help us feel like we belong. Historied doesn’t have to mean dated. To be taken seriously doesn’t require being serious. Love and unity have more expressions than one," says Adrian Ts’o, chief strategy officer at DDB Hong Kong.  

Take a popular campaign from Chinese ecommerce giant JD, which this year centres around its heartwarming and humorous short film, 'Duck on the Table' (鸭轴菜, a play on words to 'the Grand Finale', referring to the most important dish in the New Year's Eve dinner).

 

The story follows an elderly father’s efforts to prepare a traditional reunion dinner for his family, highlighting themes of familial love and intergenerational connection. Through emotional storytelling and relatable scenarios, the campaign successfully blends tradition with modernity.

 

The ad tugs at viewers’ heartstrings with its portrayal of family ties, particularly resonating with younger audiences working far from home. It evokes nostalgia for family reunions and traditional New Year meals, creating a strong emotional connection with the brand.

 

The video earned 70,000+ likes, more than 100,000 shares, and 3,000+ comments on JD’s WeChat Channels within just three days of its release. Many comments express positive affirmation and resonance with the content.

 

 

The JD campaign proves that traditional themes still resonate. Just as love is a timeless theme, there are always new love stories that touch hearts. Similarly, even with well-worn Lunar New Year traditions, there’s always room for a new story that resonates deeply.

"What I do believe is unappealing to younger audiences however, is performative gestures and messaging that is built on traditions, values, family, and unity—in name only, lacking in nuance and authenticity, which in turn fail to acknowledge the societal contexts or personal experiences of people in the modern world," adds T'So. "I think that is perhaps a bigger turn-off to the youth than anything else."

In recent years, marketing efforts have significantly shifted towards digital and social-media platforms. Many brands are now capitalising on social trends to quickly gain views and engagement. However, this approach poses a risk: once the festivities end, these brands often leave little lasting impression.

In addition, this season sees widespread use—and sometimes misuse—of AI. Some brands depend on AI as a quick solution, producing content that lacks depth and authenticity. In contrast, the most successful brands utilise AI to enhance their creative ideas, fostering genuine connections with their audiences.

"For instance, rather than using AI to mass-produce so-called 'customised' greeting cards, why not harness its potential to give a voice to the speech-impaired, allowing them to express their love during the festive season?," says Havas' Chew. "Such thoughtful applications of AI can create meaningful and memorable experiences, elevating the brand's impact far beyond fleeting engagement. The misuse of AI can disconnect brands from consumers faster than you can say ‘Gong Xi Fa Cai’."

Indeed, innovations in platforms and channels can help realise even the most surreal and absurd of ideas today. And yet the most AI powered, mixed reality, haptic enabled, auto-tuned, high-visual fidelity, web 3-backed, meme coin funded, mobile friendly, 4D experience with a bland story, still won’t beat a clever print backed by a strong insight. 

"Technology and platforms can and will make good ideas great, but shit ideas will still be shit no matter what you throw at it," says T'So. 

In a cluttered festive season that is full of noise, consumers are seeking novelty in the form of unexpected, unique, one-of-a-kind limited editions or unconventional collaborations.

Fendi hit the spot last year with an unexpected ‘why didn’t I think of that’ collab with Pokemon, embracing the Year of the Dragon with limited-edition merchandises including Dratini-shaped crossbody and the Dragonite leather doll, complete with a range of cross-branded digital collectibles available on the Pokémon Go app.

And this year, Lululemon teamed up with a diverse lineup of individuals, including singer and creator Li Yuchun, table tennis legend Ni Xialian, and youth actor Wu Hankun, to produce a campaign (see below) that appeals to different generations.

 

Called 'Back to Spring' (#回到春天#), it encapsulates the spirit of renewal and hope. With the tagline 'Return to the state of your beginnings, like spring, and set off again,' the campaign brings a fresh perspective to their ongoing 'Thrive Together' (#一起好状态#) narrative. It avoids snake-themed elements clichés. Instead, it highlights the broader cultural essence of Lunar New Year—renewal, vitality, and fresh starts.

So, what trends are likely to influence Lunar New Year advertising this year?

"Hyper immersive social shopping experiences are a big trend this year," says Drew. "Beyond the usual ecommerce platforms and festive deals, TikTok Shop has been an interesting platform that is leading the charge in shaping social commerce through integrated livestreams and how they operationalise influencers to create more experiential and immersive shopping experiences to rival physical experiences."

This year, we can expect a blend of cutting-edge technology and creative reimagining of traditional advertising channels. It's also anticipated that some campaigns will take a simpler route, utilising traditional media to create relatable and insightful messages that resonate deeply with audiences. The real challenge will be whether any brands can successfully merge these two strategies—leveraging both modern techniques and timeless themes. 

"In a world filled with challenges, people are craving positivity and connection," says BBDO's Chong. "This year, I believe Lunar New Year ads will increasingly embrace themes of hope, joy, and light-heartedness to resonate with audiences. To stand out, brands may also tap into cultural nostalgia or add a touch of surprise—whether through innovative storytelling, iconic collaborations, or modern takes on traditions. The key trend will be creating memorable, feel-good moments that people not only enjoy but also want to share."